after all, the profit of new users is limited, and only when users make repeated purchases can enterprises gain long-term profits and survive.

Bird Brother Notes, User Operation, Miao Liwei, User Operation, Repurchase, and Marketing

Repurchase is also called repurchase rate, which refers to the number of repeated purchases of the brand products or services by consumers. The more the repurchase rate, the higher the loyalty of consumers to the brand, and vice versa.

the membership card for offline barbershops is for you to buy again, and the SMS push for online e-commerce is for you to buy again.

after all, the profit of new users is limited. Only after repeated purchases by users can the enterprise obtain long-term profit and survival. First, because the cost of repurchased users is lower, the products that are constantly repurchased have higher income. How to make users buy again is a very profound knowledge.

Many products attract users to place an order for the first time by way of profit promotion. When they find that users have not come for a long time, they will push coupons or promotional activities again in order to activate users, and there may be a second purchase. However, the promotion effect of this way is decreasing in a funnel shape, and the promotion also has costs.

when you use too old-fashioned or too many promotional methods, users will gradually become "indifferent" to your promotional methods.

There are many articles on how to make consumers buy back, but from my analysis, the basic methods are to do a good job in product functions, improve the user experience of products, form content reputation with good services, build a reasonable membership system, push after big data analysis, improve repurchase conversion through community operation, and cultivate customer loyalty through brand building. The core of the article is mostly around this.

Then I can't help wondering, are there any general specific execution tactics to improve repurchase? I have summarized the following points:

After many products reach a certain scale, they will start to build their own membership system. First, they will enrich the services of members. The second is to enhance the stickiness of members. Common practices such as membership grade system, membership exclusive activities, redemption of points, membership growth system and so on. These are all ways to make you buy again quickly.

one mode is the "membership card" mode, which is very common in traditional offline business scenarios and is a good means to obtain cash flow.

Now many e-commerce platforms have begun to apply it online. For example, JD.COM's PLUS membership mechanism allows you to enjoy the purchase discount within a fixed period by paying a certain membership fee. Moreover, this discount is decreasing, and it is still attractive to users. Moreover, having such an online membership is basically equivalent to having a consumer binding. As long as JD.COM has something, it may not choose to go to Tmall to buy it, unless the price difference is very large.

the membership card model can be said to have been played in traditional offline stores without any innovation, but it is indeed a very effective means for consumers to trust in exchange for future cash flow, and more and more e-commerce platforms have begun to move this strategy online, with the purpose of binding users.

when I saw "becoming a black card member, this order can save 211+ and all orders for the whole year are free of freight", it must have tempted many shoppers. After all, if I become a member, I will not consider the problem of ordering anything, even if I buy a pack of makeup remover cotton, I will place an order directly.

There are also primeair of Mason, JD.COM plus of JD.COM, Black Card of Little Red Book, Year Card of 36Kr, and Year Card of Tmall, etc., all of which are used to form users' physiological dependence on merchants. It can be seen that this membership mode caters to the shopping psychology of many "hands-chopping people".

the most effective user loyalty is pledge. Customers have something in your hand, and in order to avoid the pain of loss, they will naturally come to buy it.

The right to consume is in the hands of customers, but the ownership is still in the hands of merchants. As long as customers don't come to consume, you don't have to pay the cost.

after consumers buy real money and silver, if customers want not to be taken advantage of by merchants, you have to spend it next time or even next time! At the same time, I always think that there is my free wine here in the merchant, so let's eat here!

This is a repurchase strategy for barbecue shops:

If the strategy of buying 111 bottles of wine at 21.18 yuan is introduced, the repurchase rate will be effectively improved.

This strategy is based on the customers who come to have a barbecue for the first time. When you introduce the strategy of buying 111 bottles of wine at 21.18 yuan, the consumers' first perception is that it is cheap. 111 bottles of beer, let alone 211 yuan, consumers think they can make a bargain.

from the point of view of merchants, it is also profitable. Because there are 111 bottles of beer, it is impossible for consumers to drink them all at once. According to the survey results, consumers with three or four people need to accumulate 4-5 times before they can finish the beer.

what if you can't finish it? Come and drink again next time you have a chance, and you must not waste it, so that the merchants can get cheap! Because I paid for it! The loss of consumers not coming to drink is very painful. When he comes to consume beer, barbecue is a must. When beer sales are high, you can also go to the supplier to bargain.

This is a repurchase strategy for clothing stores:

A clothing store that sells high-end men's business clothes offers a membership service: dry cleaning the clothes bought by this store for you free of charge every month. Ordinary member 1 times, silver card 2 times, gold card 3 times.

Then the clothes sold in this store, their members will take them back for dry cleaning, and every time they come to wait for the clothes, they should look at the new clothes in this store. After watching them for a long time, they will buy more. This high-end men's business clothing store has locked enough customers to spend there through free dry cleaning service. You see, gifts are so powerful! With a small value-added service, customers are willing to come to the store repeatedly, thus easily locking customers.

richard taylor, a behavioral economist who won the Nobel Prize in Economics in p>2117, put forward a psychological concept, the misunderstanding of sunk cost, that is, people's behavior is not only stimulated by immediate interests, but also affected by the already invested costs, which include not only money, but also other factors such as time and energy.

For example, Taylor's friend opened a ski resort and turned to him for help.

Compared with the famous ski resorts around, this ski resort has a general scale, so it is difficult to directly raise the ticket price. Fortunately, it has the advantage of distance, and other ski resorts closest to local residents need 5 hours' drive.

so the question becomes, how to activate the local people's buying rate.

Taylor suggested launching 11 ski packages, including 5 weekend tickets and 5 non-weekend tickets (there is no discount for this package). But if you buy it in the off-season before October 5 every year, you can get a 61% discount.

After the package was launched, it was very popular. One reason is that a 61% discount sounds very cost-effective. Another reason is that once people buy the package and spend the money, it will become a sunk cost, so they should encourage themselves to play more.

after several years, this package became the main income of the ski resort. However, after three years of statistical analysis, the ski resort found that the utilization rate of this package was only 61%, which means that the ski resort sold the tickets at full price and received the money several months in advance.

first, it can be reminded in kind.

Make some special marks on the products, so that customers will be impressed with your brand at the first sight. This logo doesn't have to be beautifully designed or expensive. You can learn from the practice of Ink Technologies above, and put an eye-catching label on the outer packaging of the product, which indicates the phone number and website address of the company, so that users can directly refer to the above information when they want to buy again.

In addition, you can give your customers some practical small things, such as magnetic decorative stickers with brand logo, pens, mouse pads, key chains, etc. These gifts can bring unexpected surprises to your customers and deepen their first impression of the brand.

second, it can be reminded digitally.

through a series of small gifts, small gifts and customers' wechat, let customers pay attention to the company's WeChat official account, or do some groups such as group buying and group buying, and then regularly push activities through SMS, friends circle, community, WeChat official account and other forms, such as new product listing, year-end discount, buy one get one free and other activities.

3. remind by brand.

besides offering customers prizes, discounts, points and sending digital reminders, there are also some strategies to increase your customer loyalty.

for example, the products of outdoor sports brand L.L.Bean, such as tents and cotton jackets, are durable. According to this product feature, L.L.Bean provides customers with long-term trade-in service, which has brought many repeat customers to its brand.

Patagonia, a coat brand, is different from other brands. Instead of always encouraging customers to buy new clothes, Patagonia adheres to its environmental protection concept and provides customers with services such as clothing renovation, discount trading and recycling to gain customers' loyalty.

Your brand values, policies and sense of responsibility can help you get more repeat purchases.

with the strategy in place, you need to pay attention to giving yourself a unique company name or brand name. If customers can't remember your brand name, how can they repeat the purchase?

the above are some specific strategies to improve consumers' repurchase.